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Online Advertising Glossary

• Ad Click - The opportunity for a Web site visitor to be transferred to a location by clicking on an advertisement, as recorded by the server.

• Hits - A hit is a single file request in the access log of a Web server. While a hit is a meaningful measure of how much traffic a server handles, it can be a misleading indicator of how many pages are being looked at. Instead, advertisers look at the number of pages delivered and ad impressions or views.

• Impression - a single view of a page or banner ad by a visitor.

• Page visits (request) - Any hit that successfully retrieves content. Unlike hits, requests are related to content and user behavior. For example, if a user requests an HTML page that has three graphics files, the web server might make a log entry for the three graphics files, the HTML page, and perhaps add some lines for overhead. However, only one request is counted by Analysis.

• Pixels - the smallest discrete element of an image or picture on a CRT screen (usually a single-colored dot).

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